Pengaruh Persepsi Nilai, Persepsi Kualitas dan Citra Merk Terhadap Niat Membeli Sepeda Motor Kawasaki Ninja di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ananda, Machfrida Putra
Subject
600 - TECHNOLOGY
Datestamp
2023-02-16 01:46:30
Abstract :
The purpose of this study was to examine the effect of perceived value, perceived quality and brand image on the intention to buy a Kawasaki Ninja motorcycle in Surabaya. The sample that can be processed in this study is 120 respondents with the criteria of prospective buyers of Kawasaki Ninja products in Surabaya, domiciled in Surabaya, and aged 17 years and over. Data collection techniques in this study using a questionnaire. The sampling technique used in this study was purposive sampling method. The analysis technique used is the structural equation model partial least squares (Sem-PLS). The results showed that perceived value, perceived quality, and brand image had a significant positive effect on purchase intention. This study recommends the public to add insight and assist the community in making choices in buying Kawasaki Ninja products. Keywords: perceived value, perceived quality, brand image, purchase intention
The purpose of this study was to examine the effect of perceived value, perceived quality and brand image on the intention to buy a Kawasaki Ninja motorcycle in Surabaya. The sample that can be processed in this study is 120 respondents with the criteria of prospective buyers of Kawasaki Ninja products in Surabaya, domiciled in Surabaya, and aged 17 years and over. Data collection techniques in this study using a questionnaire. The sampling technique used in this study was purposive sampling method. The analysis technique used is the structural equation model partial least squares (Sem-PLS). The results showed that perceived value, perceived quality, and brand image had a significant positive effect on purchase intention. This study recommends the public to add insight and assist the community in making choices in buying Kawasaki Ninja products. Keywords: perceived value, perceived quality, brand image, purchase intention
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